Efficiency is a distinctive feature of direct mail.
a. True
b. False
Indicate whether the statement is true or false
Question 2What are the five brand-related characteristics that undergird consumers' attitudes toward new brands? Taking the five characteristics into consideration, explain how marketers can increase the likelihood that consumers will adopt innovative products.
Question 3One reason for the growth of direct mail is the rising cost of television advertising and increasing audience fragmentation.
a. True
b. False
Indicate whether the statement is true or false
Question 4Select any consumer product. Explain the best way to promote the product for the awareness class, trier class, and repeater class.
Question 5One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.
a. True
b. False
Indicate whether the statement is true or false
Question 6Kellogg lost the exclusive rights to their cereal name, Shredded Wheat, because the name was used to refer to all cereal made of shredded wheat. This is called _____.
a. genericness
b. resonance
c. counterfeiting
d. brand awareness
e. disparagement
Question 7Direct-mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.
a. True
b. False
Indicate whether the statement is true or false
Question 8Brand associations including words, images, colors, smells, and sounds are part of a brand's _____.
a. trademark
b. copyright
c. trade dress
d. slogan
e. packaging
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